Countries and brands

As at 31 December 2008

At Heineken we aim to be a leading brewer in each of the markets in which we operate and to have the world’s most prominent brand portfolio. The tables in this section show our breweries and brands worldwide.

1. Western Europe

Heineken is Western Europe’s largest and leading beer brewer. We have market leadership positions in the UK, the Netherlands and Spain and we are the number two player in Belgium, Finland, France, Ireland, Italy, Portugal and Switzerland. Heineken is also brewed under licence and various Group brands are imported into several other Western European markets.

2. Central and Eastern Europe

Heineken is the largest brewing group in Central Europe, leading in Greece, Austria, Romania, Slovakia, Bulgaria and FYR Macedonia. We are the number two player in Poland, Croatia and Belarus. Heineken has strong market positions in Russia, Germany, Hungary, Serbia and the Czech Republic. Heineken, and in some cases Amstel, are also brewed under licence or imported into several other Central and Eastern European markets.

3. Africa and the Middle East

Heineken is also very successful in Africa and the Middle East. We have owned breweries and have enjoyed substantial market positions in several African countries for more than 50 years. In Africa we brew a variety of local brands and in some countries Heineken and Amstel beer are also brewed locally. Most of the operating companies also produce and market soft drinks.

4. The Americas

Heineken has built a strong position in the Americas, with exports to the USA, Central America and the Caribbean. Heineken also owns a number of breweries in the Caribbean and Central America and has interests in and licensing agreements with several breweries in Central and South America. The agreement of Heineken USA and FEMSA of Mexico made Heineken the exclusive national importer, marketer and seller of FEMSA’s brands for ten years. Our interest in Compania Cervecerias Unidas (CCU) has strengthened our position in Chile and Argentina.

5. Asia Pacific

Underpinning our position in the region is our Singapore-based joint venture with Fraser & Neave, Asia Pacific Breweries (APB). It operates breweries in Singapore, Laos, Malaysia, Mongolia, Thailand, Vietnam, Cambodia, China, New Zealand, Papua New Guinea, India and Sri Lanka. Heineken is brewed at several of APB’s breweries throughout the region. In addition, we have our own breweries in Indonesia and New Caledonia. In India, we have a 37.5 per cent stake in United Brewery Limited (UBL) and a 50/50 joint venture in Millenium Alcobev with UBL. UBL is the market leader in India. We also import Heineken into the region. Heineken beer has a strong market position, particularly in Thailand, Vietnam, Australia, New Zealand, Singapore and Taiwan.

Geographic distribution of consolidated beer volume

In thousands of hectolitres 2008 2007 %
Western Europe 44,245 31,910 38.7
Central and Eastern Europe 50,527 46,451 8.8
Africa and the Middle East 18,076 14,731 22.7
The Americas 10,329 9,925 4.1
Asia Pacific 2,644 2,358 12.1
Consolidated beer volume 125,821 105,375 19.4